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Mobile-friendly websites: a must for any business

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British firms are neglecting the needs of consumers accessing websites from mobile devices.

In a study of 530 small British firms, 53 per cent have never checked the appearance or functionality of their website for smartphone users.

There is cause for concern: of the companies that have checked, 41 per cent admit their website has a reduced appearance, and 36 per cent offer reduced functionality. Perhaps even more worrying is that 65 per cent of firms say that although they haven’t optimised their websites for mobile usage, they don’t have any plans do to so, either.

The numbers from the study, commissioned by web host firm 1&1 Internet are worrying. Although most entrepreneurs now understand the importance of a good website, the take-up of mobile-friendly websites needs to improve or you could inadvertently be alienating your customers.

“Small firms could be missing a massive opportunity,” says Oliver Mauss, CEO of 1&1 Internet. “Businesses must ensure that when their website is viewed on a mobile, it loads promptly, functions correctly and comprises an attractive and fitting representation of them.

“On-the-go web access is a strong trend, one that can be used to every business’s advantage. Firms of all sizes must ensure they’re online whenever and wherever the consumers needs them. By accommodating the mobility of their online audience, customer loyalty and spend can be enhanced.”

The data is clear, many consumers are browsing the internet from a mobile device. In fact, market intelligence firm IDC estimates that smartphone shipments will jump 55 per cent this coming year.

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